 |
| THE WORLD'S NO 1-NIDO, Mother and Daughter, Print ad. 1990 |
“Look at me, son, you’re
my no. 1..”
Smile at me hon, you’re
my no.1
And there’s no
treasure that I will cherish but you..”
The most successful campaign for NIDO Fortified® Full Cream Milk Powder began in the 1980s,
capitalizing on the stature of the brand as the world’s no. 1 powdered full
cream milk.
Throughout its over 20 year-run, the “No. 1” has been attached not
only to NIDO, but also to children (‘The
World’s No. 1 Child—your Child”) and even to mothers themselves. So, what mom
can refuse such a proposition?
NIDO,
developed in 1944, has been around in the Philippines since the early 1960s,
imported by Filipro Inc-- along with Milkmaid and Nescafe—before it became Nestlé
Philippines in 1986. The earliest known NIDO print ads date from 1963.
As the
nutritionally-enriched NIDO rose to
become a major competitor for other milk-based products, it also faced
criticisms from promoters of breast-feeding, leading the advertising board to
require adding tags in powdered milk advertising reminding mothers that “breastmilk
is still best for babies”.
 |
| FOR THE WORLD'S NO.1 CHILD, Mother version, Print Ad, 1983 |
In 1983, Advertising and Marketing Associates (AMA) was
assigned the NIDO account, and
headed by executive Greg Macabenta, conceptualized the “World’s No. 1” thematic campaign
that catapulted the milk brand to national popularity.
 |
| FOR THE WORLD'S NO.1 CHILD, Father version, Print Ad, 1983 |
Initially, the campaign made use of foreign imagery—Caucasian
mothers, fathers and their kids, set in some European highlands-- perhaps to
allude to NIDO’s western origins.
 |
| WORLD'S NO.1 FATHER & SON, Print ad, 1990 |
A
song, with lyrics written by Greg Macabenta and set to music composed by
award-winning composer Caloy Agawa, accompanied the lush, emotional visuals of
parent and child interacting. This time, local Filipino talents were cast for
the NIDO commercials.
 |
| THE WORLD'S NO. 1, Father & Sons, print ad, 1990 |
It was the memorable “You’re my No. 1” jingle that really
struck a chord in the minds of consumers, and the line became widely associated
with NIDO, and was rearranged many
times for use in other commercial platforms.
WATCH "YOU'RE MY NO.1" MTV VERSION
as sung by Sharon Cuneta (2008)
Even when NIDO was
moved to Publicis Manila due to agency alignment, the campaign was refreshed
and used. In 2008, an MTV was produced featuring megastar Sharon Cuneta and her
children, singing an extended version of the song. A later jazzed-up,acoustic version in 2014 also paired Cuneta with singer-songwriter Barbie Almalbis to appeal to younger
mothers.
Today, NIDO
has been expanded into a range of milk products that claims to offer
"nutrition solutions for each stage of childhood" (e.g. for toddlers,
for school-age, etc).
SOURCES:
NIDO MTV "You're my Number One" with Sharon
Cuneta, Frankie and Miel Pangilinan etc),
posted by spraky24, published on Aug 11, 2008
Sir, Wasn't there a Nido ad jingle from the 70s whose slogan was "In 4 seconds flat"?
ReplyDeletethat's a tactical ad, it had nothing to do with this thematic campaign.
ReplyDelete